As an “old operator” in the cross-border e-commerce industry for many years, not only must we accurately and effectively place Amazon ads, but we also have a very important skill, which is to effectively analyze the placement and see the results through data. .
1. Data cleaning and analysis
The most important thing to analyze advertising effects is to measure various dimensional indicators, such as: aggregating display, clicks, costs, orders, sales and other data based on advertising activities , and use summary data to calculate CTR, CR, ACOS, ROSA, etc. for multiple indicators.
2. Data visualization to facilitate real-time monitoring
After data analysis, flexible switching of data viewing dimensions can be achieved through the configuration of dashboards and filters. Key indicators and changing trends are clear at a glance, providing a lot of convenience for subsequent judgments.
3. Optimize advertising strategy
Based on multi-dimensional measurement, analyze various indicators, view interactive dashboards, and grasp the real-time status of advertising. Coupled with data warning reminders, sellers can optimize their next advertising strategy.
1) Key indicators:
Advertising data: focus on analyzing advertising exposure rate, click rate, conversion rate, CPC price changes and changes in the total proportion of advertising orders.
Exposure: Exposure is the basis for sellers’ clicks and conversions. Needless to say, this is also the focus of sellers.
Click volume and click-through rate (ctr): Click volume is closely related to the seller’s orders. Assuming that the seller’s product conversion rate is 10%, the seller needs to have enough clicks to achieve the seller’s target advertising order volume.
Click-through rate: Click-through rate is one of the core indicators of seller advertising. The click-through rate of most products needs to be above 4%. If the seller’s product click-through rate cannot achieve this effect, it is not qualified.
Conversion rate: Conversion rate is the ultimate goal of the seller, that is, analyzing category issues through rankings, increasing the seller’s good influence through observing QA, as well as product exposure and optimizing conversion rate operations, which ultimately serve conversion Rate.
2) Abnormal data early warning and strategy adjustment
It is also very important to set data early warning based on the indicators and change rates calculated in each dimension, which can remind sellers to optimize promotion strategies in a timely manner.
Give two examples where early warning values need to be set:
When the conversion rate drops by more than a certain percentage, or the advertising cost rises by more than a certain percentage, data warnings need to be set.
In terms of search term placement, we screen out search terms that have not yet been placed but have a certain number of orders, make additional placements, and observe their placement effects in a targeted manner.